Embracing Technology and People in the Future of Business

Harshil Shah
May 7
4 min read

Embracing Technology and People in the Future of Business: A Conversation with Hugo Canudas

In a thought-provoking discussion between Hugo Canudas, a senior executive at a major company, and his colleague Sergio, the conversation delves into the future of business operations, the integration of technology, and the importance of creating great experiences for both customers and employees. Here's a summary of the key insights shared during their exchange:

The Biggest Challenges and Opportunities for the Future

Hugo starts by emphasizing that the key focus for his company, which operates in the food and beverage industry, is to create a seamless experience for both employees (referred to as "associates") and customers. The first priority is ensuring that employees are happy and engaged, as this directly translates to better customer experiences.

"To create great experiences for our customers, we must first ensure our associates are happy and engaged. It's all about creating positive, harmonious work environments," Hugo explains.

Another major priority for the company is the digital transformation of business operations. Hugo outlines a bold goal: to have 100% of transactions digitally recorded, making it easier to track customer preferences and personalize their experiences.

Digitalizing Customer Interactions

Sergio asks Hugo to provide a concrete example of how this digital transformation plays out in real life. Hugo offers an intriguing example of how his company is improving efficiency by integrating self-service kiosks, mobile apps, and customer data analytics. These tools help the company collect valuable data on consumer preferences, which can be used to tailor promotions and recommendations.

"For example, if we know what a customer likes to order, we can use that data to suggest complementary items or special offers that match their preferences," Hugo explains.

Additionally, the company is focusing on giving employees more flexibility. Hugo likens it to how Uber allows drivers to choose their working hours. The goal is to make it easier for associates to balance work with personal life, increasing job satisfaction and retention.

Overcoming the Challenge of a Multidimensional Business

Hugo also highlights the complexity of managing a company with diverse operations, from customer-facing services to back-end supply chain management. He compares this to other industries where the focus is often limited to one specific area. His company, however, spans multiple facets of business, requiring a broad understanding of various operational elements.

"The challenge is making sure all aspects of the business, from customer service to supply chain and restaurant management, work seamlessly together," says Hugo. "It's not just about improving the customer experience but ensuring that every part of the process is optimized."

The Role of Artificial Intelligence

Sergio brings up the ever-growing topic of artificial intelligence (AI) and its application in businesses. Hugo admits that while AI is a powerful tool, it’s not the end-all solution but rather a means to achieve business goals, such as personalizing customer experiences and optimizing operational efficiency.

"I don’t see AI as a goal in itself. It’s a tool that helps us improve our product and services," Hugo says. He provides the example of how AI is being used in the company's partnerships with tech companies like Google to enhance drive-thru experiences for customers at Wendy's.

Aligning Teams with Organizational Goals

One of the toughest challenges Hugo faces is aligning his team with the organization’s broader vision. While many employees are experts in their specific areas, transitioning to new ways of working and adopting innovative technologies can be difficult. To overcome this, Hugo emphasizes the importance of a shared understanding and commitment to the company’s goals.

"The key to getting everyone on board is ensuring they understand where the company is heading and why these changes are necessary," he explains.

Hugo believes that those who know the company best—those with years of experience—are the most likely to help drive the company forward.

The Evolution of Automation and Technology

Hugo touches on the evolution of automation and technology, explaining that while these concepts have been around for a while, AI brings a new level of sophistication. AI can not only automate tasks but also analyze vast amounts of data, making better predictions and decisions.

"We’ve been automating tasks for a long time, but AI allows us to do so much more with data. It’s about using these tools to create a deeper understanding of our customers and improve their experiences," Hugo shares.

Moving to the Cloud

Finally, Hugo reflects on the shift toward cloud computing. He notes that cloud-based tools provide businesses with more flexibility and power than traditional on-premises solutions.

"Cloud computing isn’t just about being more cost-effective. It's about enabling better data analysis, making it easier to connect various systems and tools, and ultimately improving our ability to serve customers," Hugo concludes.

Final Thoughts

This conversation between Hugo and Sergio offers valuable insights into how companies are adapting to technological changes while keeping people at the heart of their operations. As businesses continue to evolve, it’s clear that the future will require a balance of technology and human connection to achieve sustainable growth and success.

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